The challenge

Children born between 2019 and 2023 were particularly affected by Covid-19 and lockdowns. Reduced opportunities to interact with peers, fewer early learning activities, and limited access to library and other services left many families without vital support. Parents also missed out on the opportunity to bond with their child and build shared reading habits with the encouragement and support of trained library staff.  

This widened health inequalities, as families with the means to buy books, or an established culture of reading for pleasure were less impacted than those without.

Croydon Libraries sought to address this gap with an early years intervention: an engaging activity pack and library-based programmes for families with children aged 3 to 5, designed to promote positive development, strengthen school readiness and encourage families to practice healthy activities.

Key messages included:

• Encouraging shared reading
• Joining the library
• Health checks and  preschool booster vaccinations
• Learning to talk through everyday play
• Low-cost and no-cost activities
• Growing independently (practising getting dressed, eating, going to the toilet alone)
• Healthy eating
• Celebrating difference and going at the pace that’s right for the child (especially children with additional needs)

Our approach

We explored themes and an overarching story that could capture attention, while aligning with existing Croydon campaigns for young audiences. Building on their campaign Wellbeing Way, we created a new concept: the Ready Road. Inspired by a trail map and snakes and ladders, it guided children to their destination (being ready for school) while exploring trails and locations specific to the Croydon area.

The activity pack, which includes a durable interactive map, invites children to choose a character and journey through the trail, discovering healthy habits and life skills along the way. There are different ways through, showing that the activities don’t need to be enjoyed in any particular order. Stickers are collected once each new skill or habits is explored.

To bring the concept to life, we worked with talented illustrator Nina Goodyer, whose colourful and approachable style made the materials engaging and child-friendly.

What we delivered

• Campaign concept and design
• Activity pack development
• Content sourcing and copywriting
• Commissioning illustration
• Print management

The result

Despite tight deadlines, The Ready Road pack was produced and rolled out successfully across Croydon Libraries.  Parents reported that the resources transformed school readiness into a positive, playful experience, while children were motivated by the bright stickers and the reward of a luggage tag at the end of the journey.

The packs will be used by Croydon Libraries to encourage healthy habits in their community and support families with school preparation, hopefully for years to come.